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Sr. Manager, Brand Licensing

Top Management

I am a successful brand and IP licensing leader experienced with hard and soft lines consumer products in the apparel, accessory, and equipment categories.  I generate incremental revenue in all retail channels through merchandising, marketing, and sales strategies that deliver on-trend products and experiences to the customer and consumer.  I develop and implement streamlined business processes and analyze trade and competitive data to continually identify and secure opportunities for the brand.

I lead and manage focused programs and projects that leverage brand content and assets through cohesive product design, marketing support, and sales methods between internal and external stakeholders to answer product and category needs.  I deliver thoughtful and functional licensed products that enhance a brand's DNA, I aid coordinated sell-in and sell-through efforts, and I increase consumer exposure, engagement, and loyalty.

I prospect, negotiate, sign, and manage category licenses, territory master licenses, regional distribution agreements, and special partnerships and collaborations with global brands, major entertainment studios, and celebrity estates within North America, Australasia, Asia-Pacific, India, and the EU.  I schedule, conduct, and support face-to-face retailer meetings with decision-makers of all levels, as well as lead trade shows and conferences.  I translate market feedback into actionable strategies and business plans.  

I deliver to each license design, merchandising, marketing, sales, and back-end resources to maximize success that benefits the overall brand.


Develop new brand licensing program, including processes, responsibilities, and documentation that leverages brand identity and brand loyalty into new lifestyle categories.  Manage 3rd party licensing agency and consult with 3rd party marketing and advertising agencies.

Consulted, developed and implemented new value propositions for lead generation and digital marketing for best in class online Product Lifecycle Management, Contract Management, and Product Approval solutions focusing on the branded and licensed product industries.

Business Development Manager (consultant)

I signed 25 entertainment IP and brand licenses contributing to a 30% increase in topline sales year-over-year.  I develop corporate and departmental strategies and goals as a decision maker on the Executive Team and manage budgets, forecasts and P&L for Licensing, Marketing, and New Business Development departments.  I deliver monthly, quarterly and yearly reports, forecasts and business plans as required by Licensors and other stakeholders.  I create consumer and business facing sales, legal and marketing collateral used by all departments and lead online and in-person meetings with Licensors, agencies, and retailers creating incremental business opportunities.

VP of Licensing, Marketing, and New Business Development

I direct 12 domestic and 10 International Licensees and distributors resulting in over $175M in annual wholesale sales.  I create and leverage sales, merchandising, and marketing strategies between Licensees and corporate departments for national, regional, independent retail, and e-commerce opportunities.  I prospect, solicit, negotiate, amend, and draft licenses for all categories of the Dickies branded licensing program, including category and master licenses for wholesale and retail business models.  I work cross-functionally with Marketing, Sales, Merchandising, Legal, IT, Customs, Logistics, Sourcing and Planning departments to achieve brand, product and process cohesion.  I develop, distribute and analyze departmental forecasts, budgets, and P&L, as well as Licensee monthly, quarterly and annual reports, business plans, sales and royalty forecasts and budgets, and POS reporting.  I manage two direct reports tasked with product approvals and pertinent communication to licensees.

Sr. Director of International Sales and Worldwide Licensing

I develop documents such as presentations, deal sheets, contracts and marketing collateral for clients.  I develop category lists, royalty forecasts, budgets and licensing strategies for clients and coordinate program goals and metrics with property and IP holders.  I research, analyze, prospect and solicit potential domestic and International licenses for clients and assist with product assortment, pricing and margin goals, packaging design, and M&A for clients.
 

Licensing Consultant

I created a new licensing program covering hard and soft lines, delivering over $2 million dollars in minimum royalties during its first year.  I develop, negotiate, draft and amend contracts for new and current Licensees.  I develop all Sharper Image prospecting and brand collateral, including brand presentations and style guide.  I analyze markets and distribution channels for categories and opportunities pertinent to the brand and approve retail product, packaging, and marketing materials for all 13 current Licensees.  I develop and manage annual Licensing Summit attended by all licensees and by Sharper Image executives.  I assist in budget development and royalty reporting for Licensing department.

Director of Brand Licensing

I direct product lines for core retail and professional boxing equipment and related hardline categories.  I oversee International Licensees whose wholesale sales approached $100 million.  I develop, negotiate, amend and terminate contracts for new and current Licensees and develop, review and approve product, pricing, packaging, marketing, margin requirements, and financial reports for core and licensed hardlines.  I lead communication of, and compliance with, new global brand strategy with all International Licensees.  I develop, coordinate, and manage product assortment for major retailers, including Point of Purchase needs.  I work directly with Intellectual Property owners and patents involving 3rd party vendors, external design agencies and independent inventors.

Director of Merchandising and Licensing

Christopher Hegerfeld is a Sr. Manager, Brand Licensing at Morton Salt, Inc. in Chicago, IL.

Christopher Hegerfeld

Christopher Hegerfeld

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